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Fiat 500L ad gets saucy with Paul Revere

At new vehicle first drives, there's a pretty set series of events before an automaker throws you the keys to their new baby. Predictably, there's a design presentation, a mechanical deep dive, and increasingly, an infotainment system walkthrough. Less known but just as common, however, are the marketing presentations, wherein execs talk about target customers and periodically show print and video 'creative' for their campaigns. Usually, we assembled media dutifully watch, nod and smile when shown commercials, but that's about it. Laugher - let alone universal gales of the stuff - is rare. But that's exactly what Fiat got when it showed us this not-yet-approved ad for its new 500L.
This minute-long Italian Invasion spot has gone on to hit television screens already, largely in a less-effective 30-second form, but we like this full-length director's cut best. It riffs off the historical vibe of some of Chrysler's best efforts over the last few years (the Dodge Challenger Freedom spot comes to mind) with a humorous and sexy play on the Paul Revere "The British Are Coming!" folk tale. If you haven't seen it already (it's just now going viral), scroll down to check it out. And if you already have, well, it's still worth a second look.

Marchionne to make Alfa Romeo a separate company within Fiat

According to a report in Automotive News that quotes "people familiar with the matter," the next big play in Fiat CEO Sergio Marchionne's plan for Alfa Romeo is to break it off from Fiat Group Automobiles and set it up as a separate company within the Fiat empire, giving it the same structure as Ferrari and Maserati. The idea, say the sources, is that a transparent, standalone Alfa Romeo that has to justify its every move could clearly prove its success in the public financial statements it would have to report, finally achieving Marchionne's aim of making Alfa Romeo "a credible business proposition."
That, of course, assumes that Alfa Romeo will make a success of it. The brand hasn't made a profit in any year of Marchionne's decade at the helm; sales last year fell to numbers not seen in almost half a century and its new product offensive might not include the two vehicles currently responsible for 99 percent of its sales. We're told that the brand's six new models will begin arriving in 2016 - a roadster, a midsize sedan and large sedan, a compact SUV and large SUV, and a large coupe.
Marchionne aims to expand Alfa's global appeal in several ways, the first by stressing that they are Italian products that 'belong' to Italy. This is the stance that appears to have put the kibosh on the roadster twinned with the coming Mazda MX-5/Miata. Alfa Romeos will all be made in their home country, and if they take off they'll help bandage Fiat's problem with underused plant capacity, a bugbear that is just as problematic culturally and politically as financially. Top-tier trims would use V6 engines developed by Ferrari, and global access would get a boost by selling Alfa Romeos in Jeep's 1,700 international dealerships.

Fiat buying rest of Chrysler in $4.35 billion deal, IPO avoided

Chrysler will now become a wholly owned member of the Fiat family, as it's been announced that the 41.46-percent stake in the Auburn Hills, MI-based manufacturer owned by the United Auto Workers' VEBA trust fund will be sold to the Italian company. Concluding the agreement will mark the closure of a piecemeal purchase process that could have resulted in an initial public offering.
The total cost of the sale will see the VEBA healthcare trust receive $4.35 billion, $3.65 billion of which will come from Fiat. $1.75 billion of that will be cash, while an additional $1.9 billion will be part of a "special distribution." An additional $700 million will be paid over four separate installments according to reports from Automotive News Europe and USA Today, although the shares will belong to Fiat following the first payment. The deal was reportedly initially struck on Sunday (though it is just being announced today), and is being portrayed as particularly good news for Fiat and Chrysler, which have now prevented the remaining shares going to the stock market in a UAW-forced IPO.
"The unified ownership structure will now allow us to fully execute our vision of creating a global automaker that is truly unique in terms of mix of experience, perspective and know-how, a solid and open organization that will ensure all employees a challenging and rewarding environment," Fiat CEO Sergio Marchionne said in a statement.